Bosideng: Customers First, Brand New, Brand New Image.

In 2015,

The industry will usher in unprecedented changes.

Such judgement is based on the development process of China's garment industry surging and surging in the past 2014.

This year, the global fashion industry has attracted the attention of the "new suit", and also has the carnival of the "double eleven" clothing and fashion market. The integration of the Internet economy and O2O channels has changed the traditional market competition structure with the power beyond imagination.

This year, China's clothing industry has also concentrated on the common problems of weak market demand, comprehensive cost pressure, extensive channel expansion and extensive operation. The era of rapid growth relying on labor cost and resource input has stopped abruptly, and has entered the "new normal" of deep pformation and sustained low growth.

The sea is cross, adversity is more true.

It is in this so-called "the most difficult textile year in history" that bostenden struggled with tenacity and wisdom, or dried up a pcript full of pride and confidence. Boston down garment 20 years (1995-2014) won the sales champion of China's winter clothing market, and for 18 consecutive years (1997-2014), it only represents the trend of China's winter clothes, and has taken the lead in the country's industrial enterprises in terms of brand cultivation, system building and continuous improvement, and has been awarded the honorary title of "national industrial brand cultivation demonstration enterprise" by the Ministry of industry and information technology of China.

In the 2014 China brand value evaluation released by AQSIQ and China brand building Promotion Association, Bosideng brand strength reached 918, brand value reached 19 billion 749 million yuan, ranking first in the textile and garment industry, showing the strong brand strength of Xiong's peers.

Gao Dekang, founder of the twelve National People's Congress and founder of Bosideng brand, started his own business for nearly 40 years.

In his view, Bosideng brand growth process is a microcosm of the development of the garment industry, every ten years or so will undergo a new turn.

The first time was in 1994, Bosideng township enterprises from the down jacket processing enterprises turned to build their own brands.

The second is 2004, from the leading industry and scale operation to the development of famous brand and international development.

This time, he will lead Bosideng to a new start with zero mentality. Once again, he will embark on the star road of "new starting point, re start business and create core competitiveness", and strive to push the enterprise into the next round of growth and stabilize Bosideng's leading edge in the clothing industry.

Gao Dekang believes that pragmatic innovation is the essence of entrepreneurship and the guarantee of everlasting brand foundation.

"The most frightening thing at present is not how much external difficulties are, but the decline of entrepreneurial spirit, such as rigid thinking, keeping to the old, and eliminating enterprising spirit. Entrepreneurs with feelings and responsibilities should adapt themselves to the new normal economic situation.

Consumer demand is the core of today's clothing industry. We must have the initial intention of returning to products and services. We need to have a resilience based on value, focus on the main industry, loyalty to quality, and use the global perspective and Internet perspective to adjust the innovation to highlight the new competitiveness.

Focus on customer value and service orientation

The creation and sharing of value is the foundation of all successful businesses.

Gao Dekang said that under the background of the slow growth of the new normal, Bosideng should change its original pursuit of quantitative development and expansive development mode, and turn to customer demand as the core, based on value service guidance, reinventing business mode and enhancing brand strength.

"We need to take the opportunity to make changes, act decisively, pform and innovate all the staff, and lay the three major campaigns of product leadership, marketing innovation and international layout, and implement the vision of the" world-renowned integrated brand brand carrier ".

In recent years, Bosideng has carried out performance management in an all-round way, innovating quality management concepts, methods and models, and has formed a "quality driven mode with market driven, brand centered, and striving for excellence".

With the enhancement of consumer brand awareness, brand has increasingly become an important orientation of consumer demand. Bosideng has continued to deepen brand building, and has taken the lead in introducing the Ministry of commerce brand cultivation management system and conducting pilot projects in the apparel industry to continuously improve brand cultivation and competitiveness.

In September 2014, with a floor area of 40 thousand square meters and a height of 120 meters, the Bosideng headquarters building, which integrates creative research and development, administrative office, brand management and marketing services, was put into use. It is committed to building a world-renowned brand brand headquarters economy and playing an exemplary role in leading the pformation of Changshu's clothing industry to the brand cluster operation.

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Bosideng knows that the era of products being king and service supremacy is coming. The ultimate embodiment of brand strength must be the experience of good products and perfection.

In 2014, Bosideng integrated traditional technology with modern technology, innovated functional technology, introduced "waterproof, oil proof, anti fouling and radiation protection" four protective fabrics, long-lasting thermal insulation and thermal insulation fabrics, and natural environmental protection radiation fabrics in the development of new products, and formed three core selling points of "high density locking, heat storage, and four anti fabric".

In October 12th, "the iceberg of 2014 bostin's down art" was opened in Shanghai Bailian World Trade Center, followed by Suzhou, Beijing, Chengdu and other places.

The theme of the tour is "iceberg snow source". We invite Lu Qi, Li Chen, Samuel Tai and other literary stars to participate in fashion interaction, explore and create feather culture with the vision of the visionary, and lead the winter fashion classics.

On the basis of adjusting the number of compressed terminal stores and optimizing the layout of the channel, Bosideng aims to create a "pull" supply chain management mode with customer oriented, terminal stores as the core, highly effective collaboration and quick response, so as to create more high-quality shopping experience for consumers.

At the same time, actively explore the new mode of O2O online and offline integrated marketing, reduce sales intermediate links and reduce costs.

In 2014, on the "double eleven" shopping carnival, Bosideng network sales hit a new high. Sales volume of the whole network exceeded 132 million yuan, an increase of nearly 20% compared with the same period last year, ranking the first place in the online sales event, and fifth in the women's clothing category.

In addition to the original group of e-commerce logistics delivery resources, located in Shanghai, Harbin and many other logistics sites for the first time near the delivery, the whole single shipment, more than 1/3 of the order to achieve the offline channel delivery, Bosideng "online and offline, two wings flying together" the integration of sales and marketing results.

In order to safeguard the rights and interests of consumers and brand image, Bosideng also cracked down on counterfeit and shoddy products.

In late October 2014, factories found large quantities of silk down products made by counterfeit Bosideng brand and sold through the Internet. The amount was huge. They immediately reported to the Changshu police.

Through the joint investigation of the nine provincial and municipal economic investigation departments in the middle of December, a nationwide counterfeit crime network was destroyed in the middle of December. 10 suspects were arrested, more than 7300 counterfeit products were seized, and the total value of the cases was over 65 million yuan.

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Chinese clothing, as a cultural trend and commercial mainstream, has attracted worldwide attention and respect. It is the "Chinese dream" of a generation of costumes, and it is Gao Dekang's aspiration to serve the country.

But he also clearly noted that foreign trade exports without brand support are bound by price costs and fall into the "mire" of the low end.

While continuing to operate the flagship store in London and promoting the cooperation of German electricity providers, Bosse

The global layout of brand and market.

In May 29, 2014, Bosideng signed a confirmation agreement at the Sino Italian fashion forum sponsored by the General Consulate General of Italy and the executive director of the Chinese enterprises joint Hall of Milan World Expo. The exhibition will be held in Milan World Expo in 2015 for 6 months of exhibition and interactive activities at the China business union Pavilion.

In September 19th, Gao Dekang led Bosideng executive and his delegation to Italy for inspection. They were cordially met by the mayor of Milan, Giuliano, Giuliano Pisapia.

Bosideng plans to take World Expo, Milan as an opportunity to promote the fusion of eastern and Western clothing culture concepts. In the future, it will open stores in Milan and start the brand of Bosideng.

The international development of Bosideng, especially the specific way to expand the European market, was affirmed by Vice Premier Wang Yang.

When he studied foreign trade work in Suzhou, he said he should strive to build more international brands, constantly increase the added value of products, and strive to cultivate new growth points in foreign trade.

He encouraged Bosideng to say: "our clothing design is not for quantity, but for brand and quality."

Strengthen the responsibility of sharing interests

In Spiderman, Peter Parker (Peter, Parke) has a line of phrase that is particularly touching: "the greater the ability, the greater the responsibility."

As an international Chinese garment enterprise, Bosideng not only diligently seeks to enhance customer value and service, pays more attention to interests sharing and stakeholder's aspirations, and aims to be an enterprise of the times, a responsible enterprise and a company with lofty dreams, and actively practices social responsibilities in the fields of industry chain, low-carbon environmental protection, social undertakings and so on.

In the final analysis, the supply chain is a "win-win chain" and is one of the core competitiveness of future enterprises.

I have always said: the success of an enterprise is not how much money you earn, but how many people you treat well.

Only when innovation resources flow in the industrial chain can we enhance the value chain and create more social wealth.

Gao Dekang said that Bosideng integrates quality resources with brand influence and scale operation, establishes related party relations that are compatible with the development strategy of enterprises, and builds up a win-win value chain with the upstream and downstream industries, and promotes the healthy development of the whole industrial chain with integrity, self-discipline and fairness.

Through sharing interests and common development, Bosideng's 6 directly affiliated industrial parks, more than 500 raw materials suppliers and collaborative factories provide more than 300 thousand jobs for the society.

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With the development of globalization, low carbon environmental protection has become a new business ethics.

Bosideng brings the ecological civilization and green economy into the development strategy, infiltrates the ecological responsibility consciousness into every process of enterprises, and realizes the whole process of "green management" from the aspects of technological pformation, product design, production packaging, logistics and pportation, and marketing services, so as to provide environment-friendly green products for the society.

Bosideng is also actively promoting the recycling economy, exploring new ways of industrial green development, and promoting healthy development of the industry.

Since 2013, with the cooperation of Jiangnan University, we have established the Suzhou down garment recycling engineering and technology center, and carried out research on the technology of recycling, decomposing and reusing down garments, which is used to make cleaning supplies, industrial fabrics and automotive insulation materials. It is of practical significance to promote China's establishment and improvement of the recycling system of textile products.

In June 14, 2014, Bosideng participated in the 12 stores in Beijing. It participated in the "zero garment abandonment of old clothes" - "old clothes recycling activities of Chinese brand clothing enterprises" sponsored by the China Textile Industry Federation and the China ecological civilization research and Promotion Association, and explored the closed loop system of division and cooperation between garment enterprises, consumers, charitable organizations, R & D institutions and comprehensive utilization enterprises.

These recycled clothes, which conform to safety and hygiene standards, are used in charitable projects such as the "Western warmth program" to help needy needy people.

This is an innovative measure combining the comprehensive utilization of resources and carrying out social public welfare activities in China's textile and garment industry.

Bosideng has always adhered to the "enterprise value maximization" is the simple idea of maximizing its social benefits, and actively responds to the demands of various stakeholders.

The company invested 130 million yuan to build a national ecological village.